Data-Driven Thinking

Where principal media has gone wrong is that buyers have commoditized it due to an overreliance on vanity metrics in contractual agreements.

Based on the way advertisers deal with publishers, you’d think they were sworn enemies. Our failure to prioritize collaboration on the open web and build a positive value chain has been our collective downfall.

If we’re to leave behind the third-party cookie era, the rest of the ecosystem must reassert the role it plays in setting the agenda.

GDPR may not be perfect, but it forced European companies to adopt a privacy-by-default position. For US companies, this is a clear signal: Change is inevitable.

Now that Chevron is overturned, it will be easier for companies to challenge FTC regulations in court, arguing that they exceed the FTC’s mandate, writes OpenX’s Julie Rooney.

To solve ad tech’s intractable problems, there’s a solution that the advertising industry could borrow from the hacker world: bug bounties.

Not every retailer has a solid handle on emerging AI tech. While some thrived, others stumbled – sometimes spectacularly. Here are some lessons to learn from Q4 campaigns.

Experimentation has been proven to offer unrivaled insights into marketing effectiveness, but it remains underused. But what can organizations do to successfully integrate experimentation into their measurement frameworks? 

Understanding advertising effectiveness is the cornerstone of successful marketing, yet marketers often shy away from the most reliable tools for the job.

As we navigate the challenges facing our industry, we must prioritize both efficiency and integrity – and focus on quality over quantity in ad delivery.